Optical Distortion Case Study

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Within Kayem Foods, Matt Monkiewicz the director of marketing is facing a critical decision that could have a big affect on sales and market share. Al Fresco chicken sausage is one of their products that has recently gained majority market share in its category. The budget for which is dedicated towards the marketing of Al Fresco has been doubled due to the growth of the brand. What Matt needs to do is decide whether to pay for another buzz marketing campaign or to use more traditional marketing strategies suggested. Matt believes the original buzz marketing campaign had a significant part in building the brand to the market leader but no definite evidence of this being true. He must review the costs of each strategy

Contact-lens magnates recognize a dual-segmented product space – private practice (i.e., doctor/ophthalmologist supply) versus retail (i.e., health + beauty, pharmacy).

The second alternative would be to direct their resources to the pest control operators. The projected annual sales increase for this market is 8 percent, which is a little less than that of the consumer market. Zoecon had their product Gencor (hydroprene) well received by PCO’s in 1984, therefore the consumers will have a positive view of a new product line from the same brand. A yearly investment of $500,000 per year above the 27% of sales will be budgeted for trade advertising and sales efforts to accelerate sales.

Based on the market trend, it is likely the demand for the disposable lens will increase at the expense of conventional lens. Therefore, the hope to increase the sales through the distributors and the introduction of ‘frequent flyers’ scheme is unlikely to yield much result.

Hibiscus: According to this case, there is no local market for this product at all. And TFI does not believe that the market for this product has changed substantially (which means it still has no local market now). Therefore, we cannot predict the reliable and realizable market value for hibiscus plants that TFI has. Since we cannot calculate its market value, we should simply record the cost for hibiscus plant that TFI has, which is 500*10=$5,000.

1 Farmers may not totally understand the product value. They may not easily accept new product that they have never heard about.

Optical Distortion Inc. is a small new company, not yet in business, with a cash asset of $200,000 and a patent for an innovative new product (the only one) which is a contact lens designed to impair the eyesight of chickens. . These lenses are used instead of debeaking. Lensed chickens are more likely to survive. They also eat more efficiently than debeaked chickens. The key issue facing ODI is "How to market these lenses?". The analysis in this paper provides recommendations for ODI on their marketing and pricing strategy to launch this new product.

In 2002, Leitax had suffered through poor planning of 3 camera models: the launch of one camera delayed (cost: $19.5 million), another outsold its inventory (costs: $4.5million) and a third model reported sluggish sales ($2.5million). To compensate, Leitax extended the life of an existing model and made a mad scramble to find product and customers but the most costumers preferred to wait for the delayed camera. These

ODI Managers believe direct sales to chicken farms are the best answer. Salesforce will promote the product targeting first ¡§opinion leaders¡¨ from farms with more than 10,000 chickens, who tend to be somewhat less quick to adopt, but are more likely followed by others. One strategy for ODI is to identify the farmers who are perceived as opinion leaders.

The study case further reveals that Marilyn takes a trial an error approach to promote her products. This approach is very time consuming and not an effective strategy for distributing perishable products or limited time and energy.

3- As we can see the company would loss 0.52 cent per 1 kg if it decides to sell at 6.85 price and allocates the fixed expenses at 1.20 per 1 kg.

Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson

According to the Wholesome Poultry Products Act if Polyface expanded and produced more chickens (>20,000) it would have to outsource the processing of chickens to a certified slaughterhouse. This contract would be expensive for Polyface and would also limit the use of slaughter waste (internal organs) as fertilizer at the

Poultry plays very important role for mankind through food supply, income and employment generation, providing raw materials to some industries, facilitating research works etc. Family poultry makes up to 80 percent of poultry stocks in low-income food-deficit countries (Pym et al., 2006) where owners raise poultry in small numbers ranging from single birds up to a few hundred.